Healthcare has always been a very noble profession, which is why it took us centuries to come up with the concept of “Healthcare Marketing.” We have reached a point where there are hundreds of options for a patient when it comes to seeking health advice or treatment of any kind.
In such a scenario where a relevant patient has access to countless healthcare services at the click of a button, you need to be the one who shows up on the top search results page! Marketing has given a total makeover to the healthcare sector.
Here are 10 Reasons Why Marketing In Healthcare Is Of Paramount Importance:-
1. Increase Your Patient Count
Like any other business, any healthcare organization’s primary goal is to increase its patient count. More patients will help you generate revenue, which will help you earn profits and keep your hospital or clinic up and running!
Good marketing will ensure an increase in trust and interest on the patients’ side, which will enhance your relationship with them. Think of it from a business perspective: A patient has several options to choose from, so why would he choose you?
The biggest and the most obvious advantage of having your marketing plan in place is acquiring more patients!
Fun fact: You can generate 3X the number of leads using a successful healthcare content marketing strategy, and it costs 62% less than other marketing avenues. (Source DemandMetric)
Meaning: Content marketing is not only one of the most cost-effective marketing strategies but it can result in one of the prominent sources of lead generation.
2. Leverage The Power Of Online Reviews!
In the era of free-flowing information, the first thing we do is a Google search whenever we need a service. The same goes for a healthcare service. We very well know that patients base their decisions on the review they come across while searching for a healthcare service on Google. Hence, in order to acquire patients, it is very important for you to be discoverable in the first place.
If you aren’t discoverable on Google, your patient would, without a doubt, get acquired by a competitor.
Fun fact: It Only Takes 4 Reviews For Potential Patients to Form An Opinion About Your Practice!
This falls under the category of Digital Marketing, which is basically just taking your marketing activities online.
Your patient is Googling you. But is s/he able to find you?
3. Build Your Brand!
Pfizer, Novartis, GlaxoSmithKline, and UnitedHealth are just a few names out of the thousands and millions of popular healthcare brands worldwide. You want to focus more on your practice rather than building the next Fortune 500 Healthcare Brand, which is completely understandable. A good brand will help you establish trust, which will ultimately increase patient acquisition, revenue, and overall trust with your patients.
The Healthcare sector is built on trust! Both medical professionals, as well as patients, perceive brands as less risky and ones that provide more value.
Fun fact: 32% of US users utilize social media to post about their friends and family’s health and medical experiences. (Source PWC)
Meaning: People are willing to share their experiences online about your practice. This will add to your brand value as social media is one of the best ways to increase brand awareness.
4. Know Your Patient’s Options
A single Google search regarding the best Doctor for any particular ailment gives your patient a plethora of options to choose from. There are only 2 scenarios wherein the patient would come to you:
Scenario 1: You are supposed to be the best Doctor for treating a particular ailment in your area
Scenario 2: You are the first result that pops up when your patient searches a related query in your area
Scenario 1 works only when the patient isn’t searching online – they are just taking an opinion from their near and dear ones. Also, it is so rare, simply because there are a lot of options. Every patient has a different experience with their Doctor and it is hard to be the best in everyone’s books!
Scenario 2 is what you could focus on. This will ensure more traffic and attention, which will significantly increase footfall in your clinic or hospital!
Fun Fact: 47% of Internet users search for information about doctors or other health professionals. (Source Pew Research)
Meaning: Consumers are searching for your practice locally. Are they finding you or your competition? Invest in local medical SEO.
5. Invest, Don’t Spend
Many of us, especially in the healthcare sector, tend to think that marketing is not a necessity and is often seen as an expense. It is actually an investment. Healthcare Marketing will give you returns in the form of:-
- More footfall in your clinic/hospital
- Increased Brand Awareness
- Increased trust among patients
Being unaware or skeptical about marketing in the Healthcare field of today basically means losing out on a lot of patients.
Fun fact: In the U.S., healthcare advertising spending is expected to increase by 18% in 2021.
6. Build A Connection
In the era of overflowing information, connecting with people is the only thing that will get them to consume your brand and stay loyal. This applies to Healthcare as well. In fact, this applies to Healthcare the most! Nobody would stay loyal to a brand they don’t trust. Healthcare marketing will instill confidence and trust in your patients, which will instill brand loyalty in them!
Fun fact: Video marketers get 66% more qualified leads per year.
Meaning: Videos are the best way to give a personality to your marketing communications. It helps you build a connection with your audience.
7. Communicate Both Ways
Back in the day, Marketing used to be a one-way channel; you could put up a hoarding on the roadside or an ad in a newspaper, but you never knew your audience’s feedback. Thanks to Social Media and Digital Marketing, the feedback of all your marketing efforts is immediate.
Digital Marketing enables tracking your efforts; e.g., with the help of digital marketing, you would be able to know how many people actually saw your video ad, how many stopped watching halfway through your video ad, etc. Similarly, Social Media helps you track how many times people share your posts, how many people like them, and comments are of course, a direct feedback!
The two-way communication enables you to change your marketing efforts accordingly, which helps you further deepen the relationship between you and your patients!
Fun fact: Approximately 94% of patients use online reviews to evaluate doctors.
Meaning: The fact that patients can review & communicate with you online makes it a two-way marketing communication channel. Other patients can see these reviews, based on which you can generate more business.
8. Educate Your Patients
Your patient is a layman who possibly doesn’t know a lot about his or her ailments that they are getting treated for. With the help of marketing channels like social media, you can easily impart education on your specific field of medicine. This will also reduce your effort as a Doctor, as your patients won’t be completely clueless about their ailments.
Also, it would drive your patient’s engagement with your brand because you would be posting content about ailments that they are going through!
Fun fact: Of all internet users, 66% look online for information about a specific medical problem or disease.
Meaning: Patients are searching online to learn more about specific medical alignments. Doctors should utilize their marketing efforts to answer questions and demonstrate expertise for certain medical producers and issues.
9. Scale The Reach Of Your Healthcare Brand
Healthcare marketing has created new avenues to reach patients, share patient journeys, educate the public and patient base, and so much more. A good marketing strategy will increase your overall reach, which could also help you project yourself as an industry thought leader. Many companies in other sectors, with great marketing efforts, have been able to project themselves as the industry’s authority, which establishes trust among the target audience of those brands!
10. Elevate Your Overall Brand Growth
Overall, your Healthcare brand will grow if you adopt or create a good marketing strategy. With the amount of competition and overflowing information coupled with decreased attention spans of people, marketing performance factors are the only differentiators, especially in an industry like Healthcare, where you carry out the same treatments that your competitors are carrying out!
Healthcare marketing is an integral component of sustainable growth. Without consistent marketing efforts, there would be no influx of new patients, and it would be very easy for the current ones to drop and gravitate to other Healthcare brands, one by one. What once used to be a volume-based industry centered around a physician is today a quality-based industry centered around the patient!